02 Nov 2022
Words Christine Retschlag Informer 104

A by Adina Destination A

Launching the city’s first Sky Lobby, A by Adina Sydney is one of the latest brands to grace the NSW capital. TFE is touting this offering as an entirely new category for premium hotels - different from Apartment Hotels, Hotel Residences or All Suites. Described as “hotel living”, Christine Retschlag checks into an upscale Destination A apartment and checks out what this “elevated” new market segment is all about.

Forget the devil in the detail, here they call it the “detail in the detail”. So what the devil is A by Adina talking about? Considered one of Australia’s newest premium hotel brands, A by Adina is scaling new heights with its Destination A stays showcasing superior views, tailored amenities and signature service. 

In Australia’s city which never sleeps, it’s not easy to gain cut-through in the cut-throat competitive hotel space. But the 194-room A by Adina Sydney has become rapidly entrenched as a landmark feature along the skyline. With its sparkling Sky Lobby on the 21st floor featuring 20-metre-high floor-to-ceiling glass windows, the city skyscraper views are redolent of New York.

Perched along 2 Hunter Street in the heart of the CBD, A by Adina was designed by JPW Architects with interiors by Carr Design Group. John Sutcliffe, Director of Development at TFE Hotels, says the two-year build, on a former site of a low-rise commercial tower with just a 600 square metre footprint, was not without its challenges.

“It was fairly challenging because of its location and access, there’s not anyone else putting up hotels on a piece of land this size in a city like this. It was 100 per cent an ambitious project but this shows what TFE is capable of,” he says.

“We are different to other hotels as we are developers who own hotels as well, so we’ve got experience. “It’s prime real estate. We can realise the commercial return on an asset in this premier location and an asset like this attracts the best staff.”

Upon arrival, escape Sydney’s sassy streets and into the hotel through an understated entrance at which you will be greeted by concierge on the ground floor. Staff will ensure your luggage is sent to your room, while you are dispatched to the Sky Lobby where reception is anticipating your arrival. Even your suite itself is expecting you, with the curtains automatically sashaying open the minute you step foot on the natural timber floors.

Think: flexible check-in/out, smart speakers by a curated playlist supporting Australian artists, a “Daily Pause” involving a grazing box, and cocktail cart with the likes of Eucalypt gimlets.

Still not satiated? Then you might wish to head to the property’s Dean & Nancy on 22, which has recently been named as on the world’s top 10 best new international cocktail bars and was developed by the same minds which imagined Maybe Sammy at The Rocks.

Slurp on shucked oysters, sip on classy cocktails which froth and bubble before your eyes, and feast on the likes of lobster sliders. Or, for something more substantial, try the 600-gram grain fed rib eye from the New South Wales Riverina.

Back in your Destination A apartment, a hotel team member or “Curator” can assist with your every desire with Amenities on Demand – all Australian of course – or in-room massage delivered by the ultra-luxe LUXIT team.

From its gum leaf-coloured couches to its soft furnishings in the warm hues of an Australian autumn, to the corner cocktail cart and the all-Aussie mini bar items, there’s little doubt you’ve arrived in one of Australia’s stylish cities. And this hotel is intent on sustainability too, from its linen bathrobes and laundry and tote bags to a subtle sign reminding guests that Sydney water is among the best in the world to drink straight from the tap.

TFE Hotels Director of Marketing Katia Giurtalis, who was among the team to devise the concept of “hotel living”, says it is a blend of a hotel and high-end residential apartment experience.

“Guests love Adina but wanted something a little more premium with luxe finishes and a lot more hotel service,” she says.

“We looked at this idea of ‘wouldn’t it be great to offer a premium product where you get a fully catered apartment with a kitchen and laundry in a part of the city which is elevated with luxe amenities such as robes, slippers, a premium mini-bar, cocktails and grazing platters.

“It’s this idea where you can have the best of both worlds. The concept has been very well received in both Sydney and A by Adina in Canberra where guests appreciate the space but when they want service it’s on demand." 

Back on the 22nd floor at Dean & Nancy – which pays homage to James Dean and Nancy Sinatra - it’s a New York city kind of vibe where the waitstaff are dressed in 1950s-style jackets and those contemporary cocktails are delivered with that good old-fashioned service. Yes, start spreading the news, there’s a new kid on the block of Sydney’s streets. END